How to create an authentic brand story for your business without it sounding like a braggy LinkedIn post
Unfortunately, braggy LinkedIn posts are more common than you may think, and I’m pretty sure we’ve all come across one at some point. Don’t get me wrong, we all deserve a humble brag every now and then, but the last thing you want to do is redirect any potential clients or customers to your competitor because your brand doesn’t sound or feel authentic.
It can be easy to fall into this trap when you’re setting up your brand’s voice or creating a new website. You want to prove to your readers that you’re qualified enough to be their first choice, but in the effort of sounding impressive enough, your ‘about me’ page can quickly turn into a trophy room.
Instead, you should focus on connecting with your audience. This is way more important when trying to create an authentic brand story for your business. Here’s how to build a brand story that people actually want to be a part of.
Flip the script
Flipping the script means that your customer becomes the hero, not you. Unfortunately, you are not the main character in this brand story, your audience is. When you position your brand as a tool that can help your customer be successful, sharing some of your achievements suddenly doesn’t feel like boasting unnecessarily. All it does is prove to your audience that you are capable of making them reach their goals, too.
Ditch the superlatives, embrace the specifics
Braggy copy relies on empty promises and exaggerations - words that sound big, but don’t actually mean a whole lot. So, instead of telling your audience how incredibly talented and amazing you are (which I’m sure you absolutely are), show them with raw, untouched data.
Specifics will build immediate credibility and trust with your audience because it shows them that you’ve actually been in the trenches and got your hands dirty.
Share the "messy middle"
Okay, perfect is boring. Flawed people are relatable. So, don’t be afraid to share the non-linear parts of your professional journey when looking at how to create an authentic brand story for your business.
Did you start your business out of your parents’ spare room? Did you completely change career paths to chase your dreams? Share all of this with your audience. If anything, it will inspire them and help them connect to your brand’s story in that authentic way. All of these skills you have learned along the way are completely transferable.
The "so what?" test
Okay, so one thing that you should be doing to test whether or not you’re being braggy in an annoying way or a relatable way is to ask yourself “so what?” every time you write something about your experience.
If you list a credential, you should immediately follow it up with how that specific credential will benefit your audience. For example:
The credential:"I have 2 years of organic SEO experience."
The "so what?":"...which means I don't just write copy that sounds pretty, I write copy that Google actually pushes to the front page so you get passive leads."
So, what’s the bottom line here? Well, the most important thing to remember is that you don’t need to put on a flawless persona to win your dream clients. Clients choose brands they like, trust, and can relate to. Make sure you keep your copy grounded and real, keeping the focus on how you can help your clients.
Do you need some help finding the perfect balance between professional authority and human relatability? Head over to my portfolio to see how we can bring your brand story to life.
